Charting the Future

Mindset #1: The Radical Impact of Hospitality

In arts and culture, hospitality means more than a warm smile or a well-trained usher. It should be a philosophy that permeates every aspect of our organizations. In a world steeped with distractions, genuine hospitality sets our industry apart. It’s about making every human who walks through our doors feel valued, seen, and embraced by something greater than themselves.

But in reality, hospitality starts before a patron walks through our door. It starts with our first interaction with them, which is often digital and relies on how we communicate with them—the tone of our emails, the ease of our websites, the accessibility of our ticketing systems, and so on. It also doesn’t end when the curtain falls. Follow-up emails, personalized acknowledgments, and exclusive invitations to return are critical elements of creating a culture of welcome.

In 2025, hospitality must be redefined as an active, ongoing dialogue between organizations and audiences. It’s not just about inviting people in; it’s about creating spaces—both physical and digital—that make people feel they belong. It’s about fostering relationships that transcend transactions, leaving a lasting impression that inspires loyalty and advocacy.

“Hospitality isn’t just about inviting people in; it’s about creating spaces—both physical and digital—that make people feel they belong.”

If you attended Boot Camp in the fall, you learned about hospitality from Lindsey Peckham, formerly of Eleven Madison Park, and Cookie Ruiz of Ballet Austin. You can learn more about hospitality at Ballet Austin through Cookie’s appearance on the CI to Eye podcast.

Bringing in and retaining audiences in arts and culture has never been more important, and one of the keys to doing that in 2025 is through genuine hospitality.

Mindset #2: Center Audiences and Their “Whys”

Last year at INBOUND, I was introduced (by Sam Jacobs, CEO of Pavillion) to the Bowtie Model. This model has entirely transformed my perspective of building and engaging audiences today. 

The model examines the potential for customer-driven growth inside of an organization. There is so much the model offers to how we think about centering the audience experience across their journey with our organization.

Adapted for the arts, the Bowtie Model challenges us to think beyond ticket sales. Take a look at the model here:

The left side of the Bowtie—audience acquisition (or the marketing funnel)—has long been the focal point for many organizations. Marketing dollars are poured into awareness campaigns and outreach efforts to bring new patrons through our doors. But what happens once they arrive?

The right side of the Bowtie—audience retention—is where our industry’s true opportunity lies today. This is where the magic of a single performance has the potential to become a recurring experience (impact) in someone’s life. We can transform casual visitors into lifelong advocates by centering on their “why”—why they chose to engage, why they felt moved, and why they might return.

“We can transform casual visitors into lifelong advocates by centering on their “why”—why they chose to engage, why they felt moved, and why they might return.”

In 2025, we must embrace both halves of the Bowtie to make sure our audiences feel the impact of the arts long after they’ve left our spaces.

Mindset #3: Discernment = Progress

Every digital decision should be guided by your organization’s unique point of access. What’s achievable today? What’s aspirational for tomorrow? These answers are unique to you. Iterative optimization and incremental progress can only be defined by you. 

In 2025, the following focus areas will be at the top of our minds, but your point of access is unique to you. Discern where you want to go next for each.

Looking Ahead: Your Passion is Your Power

As we step into 2025 (are we really only halfway through January?!),
our solace in this work must be our why.

The arts have the power to:

• Change our perspectives
• Inspire our minds
• Challenge our norms
• Transform our world

Passion for this industry is our greatest strength.

Together, let’s make 2025 a year of great possibility, progress, and profound impact.